The Hugo Woman!

The HUGO Woman is a trailblazer, who leads rather than follows, with a passion for the extraordinary in everything she pursues. This spring HUGO BOSS introduces a new fragrance for women who live the HUGO attitude: passionate, bold and always at the forefront of a new, empowered generation that does things in its way and lives up to the motto ‘invent yourself’.

The fragrance HUGO Woman is a fruity, floral fragrance with an unconventional, boyish twist, combining unexpected naturals and pioneering molecules. The scent creates a contrast of tones, fusing traditionally feminine and unexpected masculine notes to redefine the conventions of female fragrances to reflect HUGO’s minimalist glamour.

We can feel ripe boysenberry and sparkling italian mandarin are offset by the herbaceous mountain freshness of himalayan red grass. It´s a fresh experience. In the middle notes we feel jasmine sambac and plush, darkly fruity black plum meet the enigmatic elegance of iris and the spicy, smoky intensity of Indian black tea; the latter adding an unexpected boyish twist. The base notes are a captive woods in which shimmering sandalwood laced with cedar, is warmed by voluptuously feminine amber. The resulting dry down is riveting: its sillage is exquisitely rich, creamy and potent, with a chic contemporary dryness.

Danish model Freja Beha Erichsen is the face of HUGO Woman: “You can express your individuality with fragrance, especially as the same one will smell unique on everyone. I love that.” she remarked. “It creates a signature scent to match your personality. HUGO Woman reminds me of a friend whose motto is: ‘Put on your “Yes” hat!’ It’s about embracing life and doing things your way!”. 

The advertising campaign for HUGO Woman will comprise a print and television commercial. In the print campaign, shot by photographer Karim Sadli, a black-suited Freja gazes through the flacon as a unique lens on the world. In the joint HUGO Man and HUGO Woman image, she appears with her co-star, french model Adrien Sahores. The television commercial is the work of Ryan Hope. Freja and Adrien create their own mood inspiring HUGO’s wearers to write their own story, take their own path, stray away from the herd. Your fragrance, your way. I like it.  

HUGO Woman will go on sale in february 2015 as an Eau de Parfum at 50 ml and 75 ml. About beauty we also can read Estée Lauder Returns to Historic Strategy, Mary Kay, another record sales.